The,Importance,memorable,Posit marketing The Importance of a memorable Positioning Statement
Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t
Business marketing plays a vital role to the lifecycle of anysuccessful organisation as it exposes and promotes your products andservices to hundreds of potential customers. This statement is obviousto anybody who has ever ran a business before, however the importantfact to remember is that marketing is useless if nobody remembers youradvertisements. This is the hard truth about marketing andunfortunately it seems a lot of people fall short in this category.This is where a simple, effective and memorable positioning statementcomes in to play.One way to ensure people remember you and yourproducts/services is to come up with a brilliant positioning statement.A positioning statement should define what you do, how you do it andposition you within your industry all within a few catchy words. Somegood examples include Jeans West "Fits Best" and Victorian Bitters "Fora hard earned thirst". Both of these statements identify briefly whatthe organisation can do for you in just a few simple words. Remember,the KISS rule definitely applies here!To develop a great positioning statement, a few key steps should be conducted. These have been outlined below.1. Begin by reviewing your company's Mission and VisionStatements and keep these in mind throughout the process. Yourpositioning statement should bring your vision to life.2. Make a list of your audiences and prioritize them.3. For each customer type, figure out what their urgent needsare. Don't assume you know what your customers' needs and pains are.Get out and talk to customers to get an in-depth understanding of theirwants and their needs. Categorize the customer needs into threecategories: Urgent, Important, and Useful.4. Make a matrix with the Urgent and Important Needs ofcustomers across the top. Down the side, make a list of key features ofyour product/service. In each box where there's a match between acustomer need and what you offer, jot down how you solve that need.5. Make a similar chart for each of your competitors. Inaddition, gather information from their website, printed materials andother sources, how they are positioning themselves and what their keymessages are. Write this all down.6. Now you have all the necessary information to identify yourdistinctive positioning. Using your company's matrix, focus on how youmeet the most urgent need, or top two if there's a close second. Insolving those needs, what do that is unique compared to thecompetition? Identify the one most compelling reason for customers todo business with you. It's important to be focused.7. Write a sentence that gives you a distinctive advantage,not just presents your value as a superlative claim. Keep honing ituntil it's clear and feels right. Check it out with some customers forconfirmation that it conveys the compelling reason to do business withyou.Once you have applied these steps, you should have in your hotlittle hands an effective positioning statement that will soon becomethe single most important sentence in your marketing arsenal. Use thispositioning statement wherever you can. Let the whole know what you cando for them. Remember, keep it simple. There is nothing worse than aposition statement that takes more than a few seconds to read, processand most importantly memorise. Article Tags: Memorable Positioning Statement, Memorable Positioning, Positioning Statement
The,Importance,memorable,Posit